Fans of Korean cuisine are going to be happy to know that they can now purchase Korean seasonal fruits and vegetables at any K-Fresh Zone counter, located at 14 selected FairPrice Finest and FairPrice Xtra outlets throughout Singapore, as well as on RedMart.
This concept was proudly spearheaded by Korea Agro-Fisheries & Food Trade Corporation (aT Center), in partnership with Freshmart, a homegrown fresh food supplier and importer.
NTUC Fairprice was the very first supermarket chain in Singapore to carry K-Fresh Zones – special designated zones for premium seasonal fresh Korean produce that have been specially selected and flown in from Korea.
Some bestsellers from this range include Korean wongbok, ssam cabbage, perilla leaves, chestnut sweet potatoes (goguma), sweet incubator pumpkin, muscat grapes and sweet and juicy Korean strawberries (Seolhyang ddalgi) – which are already a firm favourite among Singaporeans.
Some of the fresh produce like the incubator pumpkin, Minari (water dropwort) and Dangjo pepper are available in Singapore for the very first time and are a must try!
“The response we’ve had to the K-Fresh Zones in the last one year has been very affirming. There are many people who love all things Korean – and for good reason! “Made in Korea” has become synonymous with quality, and this extends to fresh produce too. Koreans pride themselves on their farming practices that promote high standards of food safety and traceability, resulting in excellent quality control. The produce in our K-Fresh Zones have been specially imported from Korea, and we are very happy to avail these produce to people in Singapore.” – Mr Aloysius Voon, General Manager of Freshmart
Although the K-Fresh Zones started out as a pilot project here in Singapore, the encouraging response has resulted in plans to increase the number of K-Fresh Zones in FairPrice outlets in the next year, as well as tap on online retail platforms like RedMart, to reach out to even more customers who want their fix of Korean produce.
Customers can also look forward to a greater variety of produce, with 20 or more varieties stocked in K-Fresh Zone counters each season.